This is a great example of how a PepsiCo brand-Gatorade is using Twitter and Facebook to increase engagement for their Mission Control and G-Series brands. What is interesting to me is the concept of being engaged 24 hours both from an internal standpoint and the use of their agency partners to help with continuous monitoring as well. This reinforces the position that Social Media within companies has to be a total division all on its own and must utilize staffers to be dedicated to engaging & monitoring consumers' and their conversations about the brand. What I don't understand is what their real objectives are? Is this a pure PR push? Is it branding awareness? What are they really offering to their customers? Also, it still seems as if engagement measurement has no real standard, and it is totally arbitrary based on how the brand perceives the interaction with consumers is increasing.
However, as a media sales professional, it is refreshing to see that the pure metrics of CPM, CPA, CTR, Impressions etc., are not as important considering how consumers are interacting with brands in the digital space due to the advent of social media. In particular, for a niche brand that has not had the scale to compete purely based on delivering volume, we have always sold the uniqueness of our content and how it relates to our audience and how they consume the content.
The manner in which brands are evaluating engagement now, substantiates the point we have been making to agencies all along-its engagement with the brand that matters, and high engagement drives purchase.